Higher education is one of the goals of the community in improving education that focuses on one area of concentration needed to enter the world of work. It is not enough to just rely on a high school/vocational school diploma. Most of the job vacancies offered to the public require a bachelor's degree in more specific skills. STIE Cendekia Karya Utama (CKU) Semarang is a private university in the city of Semarang, Central Java, which continues to develop into a national campus that always takes part in educating the life of the Indonesian nation. Currently STIE CKU manages 2 study programs, namely, Accounting and Management with a Bachelor's degree (S1) to provide Accounting and Management experts with an emphasis on economic logistics and entrepreneurship (entrepreneurship).This study uses a qualitative approach with a purposive sampling technique equipped with a snowball technique, in order to obtain additional informants, data collection techniques are carried out by observation, interviews and documentation, while data analysis techniques use three techniques, namely data reduction, presentation data, and drawing conclusions. The results of the study show that the student's decision to choose a study program at STIE Cendekia Karya Utama is motivated by self-interest, where there is no coercion from parents, friends or the surrounding environment. The image of a college has an influence on students' perceptions of a place to study while in college. Issues regarding STIE Cendekia Karya Utama are considered quite good. They are very happy to be part of the academic STIE Cendekia Karya Utama because it has the advantages of scholarships, the existence of Logistics Practitioner Lecturers and cooperative relations between Universities/Institutions/Logistics Companies. With the provision of competitive certificates in each study program at STIE Cendekia Karya Utama, students can determine a career or profession in accordance with the expectations they are interested in and provide better job opportunities.